Adidas Hopes To Go Beyond The Opponent'S Hook.

Surrendering Adidas hopes that through the more Sinicization of design and precise terminal management, the opponent Zheng Zhi, who has been painting the hook, runs past the top of the crowd, swinging left and right, and shooting the ball at the end. Similarly, the basketball player is not jumping up and down on the cheering crowd's head, putting the ball into the basket frame; the volleyball women jump up and block up, and the crowd's arms are like the forest with them. Finally, diver Hu Jia boarded a diving platform made of a group of human cuddling, jumping from the high altitude into the hands held by the public under the platform.

This is a new advertisement designed by Adidas for the Beijing 2008 Olympic Games. Unlike most colorful advertisements, this group of advertisements has only two colors. The athletes are wearing red shirts and gray background people, and the picture is shown in pencil drawing.

"I want to present the whole concept with the simplest and most direct sketch lines."

Bi Baoyuan, vice president of Adidas Greater China, explained to Global Entrepreneur.

These "simplest" advertisements are actually a huge project, which is produced just like a Hollywood blockbuster.

Zheng Zhi jumps the head shot and needs to hoist the rope. In order to achieve Sui Feifei's dribbling effect in the crowd, the film crew set up a huge runway. In order to recreate the victory of the Hu Jia Athens Olympic Games 10 meter platform, only one scene was used. The production group used 50 real people as the foreground, 100 hand-painted characters to make close range and 15000 virtual characters to make a long-term vision.

"You need to copy fifty thousand virtual characters on the basis of plane shooting, and the production team of more than sixty people has only worked for forty-five days in post production."

Bi Baoyuan said.

Together, this group of advertising that costs huge manpower and resources carries a simple task: helping Adidas consumers answer such questions as "I am not an athlete, what can I do?"

The problem.

It took more than a year to find the answer.

At the beginning of 2007, Zhou Jinxiang, TBWA creative director of China, received a special mission from Bi Baoyuan. He promoted a campaign with a series of images to help Adidas establish the Olympic "everyone participation" sentiment in the eyes of ordinary Chinese.

This stems from Bi Baoyuan's confusion over the past two years after he won the Olympic global partnership.

According to Adidas's research data, one of the most difficult problems is that enthusiastic people do not know how to participate in the Olympic Games. They feel too far away from the Olympic Games.

"They want to be participants, but as spectators, they are at a loss. They are actually left behind."

Bi Baoyuan said to Global Entrepreneur.

In his view, it is not difficult to find a reasonable intersection between Adidas and the Olympic Games with the sponsorship history of eighty years. It is important to express the feeling of Adidas being together with the Olympic Games and the masses.

During a chat, Bi Baoyuan hoped that Zhou Jinxiang could launch a series of well made advertisements to express this feeling.

"We do not accept good things, only accept the best."

Bi Baoyuan said to Zhou Jinxiang.

This puts pressure on Zhou Jinxiang, who is responsible for advertising creativity.

Over the course of a year, his work was overwhelmed by all kinds of creative solutions. He communicated with Erica Kerner, director of Adidas 2008 Olympic Games several times a week, and held meetings with colleagues in three to five times. Then he put forward one after another advertisement and activity ideas with his lengthy reports.

"This is a painful process."

Zhou Jinxiang said.

The final presentation of the ads clearly extends the way Adidas used the world's top sports stars to show the team's personal heroism in the global advertising, but local elements and local athletes prevailed.

"This is the first time in Adidas history."

"" Global Entrepreneur, "he said.

Ke increased the stakes for Beijing? The density and frequency of its advertising investment far exceeded that of the world cup Chinese style held in Germany two years ago, which is the will of Adidas chairman and CEO Herbert Hainer.

One of the three fires that cost CEO is famous for its cost reduction is the abolition of the free biscuits supplied by the German headquarters of the sporting goods group. However, for the Beijing Olympics, he was determined to invest seventy million euros in sponsorship fees and a surprising amount of follow-up promotion costs.

There is no reason why, as the main market of the fastest growing company, the Olympic Games held in China are very important for Adidas to achieve its goal of becoming the leader of the global sports apparel industry.

But what disagrees with Herbert is that at present, Adidas is lagging behind Nike in both the global market and the Chinese market.

At the upcoming Olympic Games in Beijing, Adidas must have a clever trick, so there is an unprecedented group of "Chinese style" advertisements. Adidas has been making global advertisements before, and has never produced an image advertisement for a regional market alone.

As CEO, he was determined to break this Convention completely.

The tennis player was born as a director of marketing communications in the East Asian Special Olympics. He was excavated and entrusted by Herbert Haina during the Athens Olympic Games. He was fully responsible for the marketing, sponsorship, franchising and business development activities of Adidas Olympic Games in Beijing.

There are only twenty members of the project team, and its members come from all over the world, including advertising licensing, marketing, reception, ticketing and other professional fields.

With her push, three years ago, Adidas provided 5 yuan of nearly 200 million yuan in sponsorship to China's Volleyball National team. This astronomical figure also created an unprecedented record of sponsorship for China's individual sports teams.

"Chinese young people want to see their country and their sports stars standing on the world stage."

"She said,"

It is not easy to win the absolute market capacity. Adidas has to racking its brains to achieve the Sinicization of its products.

Adidas Shanghai creative center, located in Hongqiao, Shanghai, is the incubator of its localized product design.

"This year, we need to complete over two thousand and four hundred new product design works, which have been able to take up half of the products in Chinese stores."

Mark Colin-Thome, director of Adidas creative center in Shanghai, said Mark.

In order to be more acceptable to Chinese consumers, the design department has increased the proportion of Chinese elements. Some of the design elements that have never been before have begun to enter into his vision, such as auspicious clouds, fans, bright red Chinese and other elements.

Many of the new products are obviously designed with Chinese style, such as hooded seals, and red and white windbreaker with purple and white.

Compared with European consumers, Chinese people obviously favor the gorgeous feeling of color.

Mark clearly felt this.

Adidas launched the Olympic series product design two years ago, but the response was not enthusiastic, and it was attacked by strong enemy Nike.

Nike has adopted roundabout tactics, highlighting its "golden generation" retro product line.

This series is inspired by the story of three old athletes of Xu Haifeng, Lang Ping and Jianhua Zhu at the 1984 Losangeles Olympic Games.

In a limited edition of retro Nike sneakers, Chinese red shoes and upper shoes are marked with "zero breakthroughs" of yellow Chinese characters.

The colors of the clothes were coloured with bright red flag, imperial gold and Sport blue. The two words of "bright China" in the bright yellow chest also brought customers back to 1984.

Nike's design has been seen in many past Olympic documentaries, which is easy to relate to the glory of the past Olympic Games.

For Adidas, innovative design is imminent.

The Shanghai design center, which was built three years ago, is in the right moment, which enables the company to get timely feedback from the market.

In the past few years, Adidas has vigorously launched sportswear and sports shoes with Chinese elements designed, and has gradually bid farewell to the marketing model which was dominated by western style in the past.

"We are very surprised that the sales of products with Chinese elements are selling well."

Mark said.

There are many star products that are integrated into Chinese elements, such as those originally designed for children, with Fuwa patterns.

Soon, Adidas's salesmen were surprised to find on the street that some adult girls were wearing the children's largest number of Fuwa shirts.

These phenomena are fed back to the design center, and the Fuwa shirts for adults are quickly launched into the market.

"Until now, none of these products are in stock."

Said Cole.

Decisive battle terminal, however, for Adidas Beijing Xinguang tiandian shop manager Zhao Bo, the design change is not what he cares most, "for me, the most important thing is store management."

Zhao Bo, thirty-two, has seven years management experience of sports brand shop, and he feels the pressure is how to complete sales of 12 million to 15 million yuan this year.

"Detail management is an indispensable job. We have increased the power of channel data mining."

Adidas regional sales manager Zhao Hong said.

The secret to beating an opponent is to change the frequency and speed.

In order to cope with competition, Adidas has increased the frequency of new product replenishment two times a month to three times. Just in April, Adidas stores received more than one hundred and sixty new Olympic products in Beijing, with more than five thousand kinds.

"This means that the display products are completely updated every month."

Zhao Hong explained.

In addition to continuing to expand the proportion of the Olympic series, Zhao Hong also asked salesmen to improve the quality of customer service, and to decompose a complete purchase process into customers watching window, paying attention to commodities, trying on before and after, receiving cash, additional sales promotion, and introducing maintenance and after-sale methods.

"We want to ensure a very high level of customer service."

Zhao Hong said to Global Entrepreneur.

In order to test the quality of service, she launched weekly "mystery shoppers" inspection activities at various stores in the District, and the results of similar inspections were notified once every Tuesday at half past nine a.m. at the shop manager's meeting. The shopkeeper then launched a brainstorming to analyze the recent changes and the measures to be taken in the future.

Twenty-eight employees under the leadership of Zhao managed to maintain more than 500 square meters of storefront.

He clearly felt that the company has significantly accelerated the replacement speed of new products since last year, with more than two hundred shoe styles and two times of clothing, ranging from the latest Beckham football equipment to the fashionable Yoga series.

Zhao's daily tasks are not complicated in general. Maintain the exhibition image and sell as much as possible.

According to Adidas's management experience, Zhao was asked to divide the shop assistants into four categories: those who have the ability to work, who have the ability to refuse to work, have no ability to work and have no ability to refuse to work, and carry out personalized management through monthly examination data.

At the end of each month, two days each month, all employees are required to conduct intensive training. The knowledge explanation of Olympic products is the focus of frequent mention. Apart from the price, the salesmen have to explain to the customer exactly the designer's design idea and the technological content contained in the product.

Zhao Bo admits that it is not easy for shopmen to remember these complicated design ideas.

"The only trick is to study hard.

"Zhao said.

Because every quarter has a wide variety of Olympic new products on sale, the latest design themes are Olympic venues and green environmental protection.

For Zhao, every day's work can be covered by a form of "MODEL DAY". This form provides sufficient detailed instructions for the store managers to facilitate easy management. According to the peak and low level of sales, their time is precisely cut into many links, such as cleaning the storefront before going to work and checking the receipt after work.

In order to cope with the increasingly hot sales climax and improve the reaction speed, Adidas has deliberately opened up a quick replenishment channel. The fast supply of goods is sent to the store from Shanghai or Suzhou by express mail. It only takes five days from order to receipt.

Every store will be reformed on a large scale by the special furnishings Department on Wednesday. The goods will be redisplayed and displayed. Music and product Promo will be reissued once again. They are required to be updated every day. In conjunction with it, the lighting department will debug the lighting according to the updated shop layout and music theme.

Although these maintenance details are extremely cumbersome, Zhao is not tired of it. Adidas's storefront management data show that proper music and lighting can better sell.